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27.
speak the right language
• don’t use meaningless
‘copy’ (especially ‘marketing’ content)
• use your audience’s way of speaking,
not your company-talk (or programmer
talk, etc.)
• information scent: use keywords to
guide people in the right direction

28.
seducible moments
“there are specific moments where designers
are most likely to influence a shopper to
investigate a promotion or special offer. Most of
the time, these moments come after the
shopper has satisfied their original mission on
the site.
If we identify the key seducible moment for a
specific offer, we can often see over 10 times as
many requests” Jared Spool

29.
the paradox of the
active user
haste to get rapid results means we make
mistakes - making us slower!
support users in a rush.

37.
people don’t like making decisions on
a website - they like to be directed.
it’s your job to know what they
want to do and get them there.

38.
have an
experience strategy
An experience strategy is a clearly articulated touchstone that
influences all of the decisions made about technology, features,
and interfaces.
Whether in the initial design process or as the product
develops, such a strategy guides the team and ensures that the
customer’s perspective is maintained throughout.
- Subject to Change, Creating great products and services for an
uncertain world, Merholz, Schauer, Verba & Wilkens (Adaptive
Path) 2008

46.
what is UCD?
a design process in which the end users are
identified, their goals and needs are
understood, the system is designed to support
those users and their goals, and the design is
tested with those users so that it can be
improved until optimal.
it involves both design and research activities

47.
User Centred Design is
interested in both strategic
and tactical elements of
design and usability

55.
Why do UCD?
• Project teams don’t understand
genuine user requirements
• Users often don’t understand their
own requirements
• Making late changes is slow and
expensive
• Late changes happen because of a
lack of understanding of
requirements

56.
we tend to project our own rationalisations and
beliefs onto the actions and beliefs of others
- don norman, the design of everyday things

57.
to design an easy-to-use interface, pay attention to
what users do, not what they say.
self reported claims are unreliable, as are user
speculations about future behaviour
- jakob nielsen

58.
user research helps you uncover, understand and
design for real user requirements

63.
Appearance
- what it looks like and how it is arranged
Usability
Interaction
- how the user interacts with the product components
Information
- the information required by the user at different stages
User Structure
Experience - the right elements in the right order
Concept
- the model for how the value is delivered
Proposition
- the value to the customer